Banking-as-a-Service (BaaS) and embedded banking integrate financial services into nonbank products and business processes. For businesses, this represents an opportunity to increase the rate of interaction with their customers and glean valuable data about them. But the embedded portion of this arrangement is not simply an API layer, and the holder of a banking license must manage the provisioning of BaaS products. The session will discuss why it is much easier for non-financial-services entities to use a BaaS partner than build that capability in-house, and why BaaS producers (typically banks) have even become a useful tool for fintech players.